Quest re-brands during delegate conference
Quest relaunched as Quest Apartment Hotels this week, delivering a premium offering to meet the needs of a new generation of travellers and future-proof the business for continued growth.
The $10 million rebrand was unveiled to 300 delegates at the company’s national franchisee conference.
Rolling out across the network of over 150 Quest properties across Australasia, the rebrand comprises a modernised logo, updated building signage, an ongoing commitment to continually raise the bar in apartment hotel design and fit out standards, stylish contemporary uniforms and an invigorated franchisee spirit providing a personalised guest experience for tomorrow’s business traveller.
Supporting the program will be a national multi-channel consumer advertising campaign focused on the frequent business traveller.
Quest has changed significantly on the journey from the first Quest Inn in Melbourne 27 years ago to the stunning, brand new Quest Toowoomba opened in July 2015 – a continuous evolution to meet the changing needs and desires of tomorrow’s business traveller.
Quest CEO Zed Sanjana attributes Quest’s continued success to the passion of its franchisees and strength of its unique franchise model. “Our franchising model is our competitive advantage – providing a unified front which ensures consistent delivery of a world-class guest experience,” Mr Sanjana said.
“Market leadership is about continuous evolution; it is vital we lead the industry in meeting the needs of tomorrow’s business travellers. We are modernising and future-proofing the brand, continuing to speak directly with our guests to ensure we understand their needs in terms of location, product and experience, and adapt accordingly.
“We are committed to an ongoing refurbishment program to align this premium standard of accommodation across the Quest network, with six refurbishments completed in the past 12 months and another six scheduled for the coming year. Furthermore, we have de-branded a number of properties that no longer met our high brand standards, ensuring consistency across the guest experience,” he concluded.
Quest properties are also becoming larger, with CBD locations now boasting 100 rooms or more, and regional properties around 80 rooms. A third of Quest apartments are now studios, providing the flexibility of a hotel-like stay, with the added benefits of Quest’s service offerings.
Quest is continuing its rapid expansion, opening an average of eight brand new properties each year over the last decade. During the coming 12 months, 14 new locations are scheduled to open with stylish fittings, modern décor and edgy interior design.
The rollout of the new brand is expected to be completed by March 2016.
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